U.S. fast food giant McDonald’s will launch a children’s clothing line in North America and western Europe in the very near future. The ‘McKids’ clothing line will be designed, made and distributed by Chinese firm Shanghai Longhurst, and will be supplemented by a product line that will include toys, videos, DVDs and books, among other items.
The ‘McKids’ initiative was launched in November 2003, when a new retail line featuring action toys, casual clothing and interactive books and videos was announced. In their statement, McDonald’s said the clothing line will offer ‘quality fabrics’ in styles that will endure “season after season”.
The McDonald’s brand has been under fire by healthy-eating groups questioning the merits of eating fast food. As a consequence, the company launched another initiative March 15 — so far applicable only to the U.S. — that will effectively ban super-size portions at their ‘restaurants’.
